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BtoB

ARF announces online research quality initiative

Published on .

New York—The Advertising Research Foundation announced it has formed the Online Research Quality Council to develop and implement a set of standards for online research buyers and sellers. The standards are sought because of the rapid growth of online research panels, and because reports of the failure of online studies to replicate when repeated are becoming more common, according to ARF.

The council will seek support from the market research industry and will be led by a steering committee of six senior research executives: Robert Tomei, exec VP-global director, Access Panels, TNS; Efrain Ribeiro, COO, Ipsos Interactive Services; Steve Coffey, chief research officer, NPD Group; Josh Chasin, chief research officer, comScore; Jonathan Jephcott, exec VP, Synovate ViewsNet; and Renee Smith, VP-panel quality, Harris Interactive.

An advisory board of advertisers will work closely with the steering committee.

—Carol Krol

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